- Docente: Francesco Verdinelli
- Credits: 6
- SSD: SECS-P/08
- Language: English
- Teaching Mode: Traditional lectures
- Campus: Rimini
- Corso: Second cycle degree programme (LM) in Fashion Studies (cod. 6059)
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from Sep 25, 2025 to Oct 24, 2025
Learning outcomes
By the end of the Course the student will have learned the concepts of strategic management and will be familiar with related techniques. Specifically, the Course has three main objectives: 1) gain an understanding of the appropriate conceptual tools available to managers to analyse the industry s structure and to compete in its markets; 2) understand how to create value for the market and the company; 3) introduce the characteristics of the fashion system and the basic management tools of fashion companies.
Course contents
OMNICHANNEL FASHION MARKETING AND DISTRIBUTION STRATEGY Course Description
The course introduces the theoretical and operational tools necessary to understand and manage marketing and distribution strategies within the contemporary fashion system.
Its goal is to provide an integrated vision of the processes that connect the consumer, communication, and channels, highlighting how information, relationships, and experience have become the true pillars of omnichannel marketing.
Through lectures, guided discussions, practical exercises, and case studies, students will acquire the ability to analyze consumer behavior, design value-driven strategies, and interpret the information flows that connect marketing, distribution, and the supply chain.
Learning ObjectivesBy the end of the course, students will be able to:
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Understand the structure and competitive logic of the fashion system.
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Analyze information, communication, and conversation processes as the foundation of omnichannel marketing.
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Apply consumer analysis models (Buyer Persona, Customer Journey) to design value-based strategies.
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Recognize the role of data, CRM, CDP, and marketing automation in building brand visibility and managing customer relationships.
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Integrate the marketing mix levers (4Ps → 4Es) within a brand experience and omnichannel distribution perspective.
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The fashion system: actors, cycles, and competitive dynamics
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Information, communication, and conversation as the pillars of omnichannel marketing
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From production to experiential value: functional and symbolic consumption
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The 4Ps of marketing and their evolution toward the 4Es (Experience, Exchange, Evangelism, Everywhere)
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Data, CRM, and marketing automation: visibility, relationship continuity, and consumer insights
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Segmentation and insight: focusing on the consumer as an informational hub
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Construction of the Buyer Persona
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Mapping the Customer Journey and managing touchpoints
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Conversion funnel and RACE Framework (Reach, Act, Convert, Engage)
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Tools for measuring and analyzing the customer experience
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From multichannel to fully integrated omnichannel systems
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Channel architecture and coherence in brand experience
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Data, platforms, and automation in marketing and distribution processes
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Value Proposition Canvas: aligning perceived and offered value
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Information Fulfillment Matrix: integrating marketing and supply chain
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Fashion system distribution channels: wholesale, retail, digital, and hybrid
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The store as a medium: visual merchandising and phygital experience
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Channel integration strategies and unified customer experience
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KPIs and performance metrics for omnichannel management
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Brand equity and competitive positioning
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Customer lifetime value and performance metrics
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Innovation, sustainability, and traceability as differentiation drivers
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Measuring and optimizing omnichannel performance
Readings/Bibliography
Required Reading
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Palmatier, R.W., Sivadas, E., & Stern, L.W. (2019). Marketing Channel Strategy: An Omni-Channel Approach – International Student Edition. Taylor & Francis Ltd.
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Kotler, P., & Keller, K.L. (2022). Marketing Management. Pearson.
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Kapferer, J.-N. (2015). The Luxury Strategy. Kogan Page.
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Vecchi, A. (2017). Fashion Marketing. Egea.
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Osterwalder, A., & Pigneur, Y. (2014). Value Proposition Design. Wiley.
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Chaffey, D. (2022). Digital Marketing: Strategy, Implementation and Practice. Pearson.
Teaching methods
Teaching Methodology
Lectures, guided discussions, case study analyses, individual and group exercises, and practical applications of strategic models (Value Proposition Canvas, Buyer Persona, RACE Framework).
Assessment methods
Assessment Methods
Attending Students:
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Group project work focused on developing an omnichannel strategy for a fashion brand.
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Oral presentation and discussion of project outcomes.
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Additional questions related to the project topic, aimed at verifying theoretical and applied knowledge.
Non-Attending Students:
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Written exam based on the textbook Marketing Channel Strategy: An Omni-Channel Approach – International Student Edition by Robert W. Palmatier, Eugene Sivadas, and Louis W. Stern (Taylor & Francis Ltd, 2019).
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The test will consist of two questions out of three, covering the main topics of the volume.
Teaching tools
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Course materials provided by the instructor (lecture notes, articles, and case studies).
Office hours
See the website of Francesco Verdinelli